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Classification: Confidential
Category review: Chips
Retail Analytics
June 2020
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Classification: Confidential
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Classification: Confidential
Executive summary
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Task 1- Category
Analysis
Task 2 -Trial store
performance
Mainstream Customers represent the highest value opportunity for chips.
Key Callouts:
●Young & Mid-Age Singles/Couples: Pay significantly more per unit, offering opportunities for premium product
offerings.
●Retirees: Large customer base, critical for maintaining stable sales.
●Statistical Significance: Price Sensitivity of Young Singles/Couples is particularly notable
●Brand Opportunity: Tyrrell chips demonstrate a strong affinity with Mainstream Young Singles/Couples,
presenting a significant market opportunity.
●Pack Size Preference: Mainstream Young Singles/Couples gravitate towards larger pack sizes, specifically in the
270g to 380g range.
New Store Layouts: Driving Sales and Footfall
Key Findings::
●Control stores 233, 155, and 237 were identified for trial stores 77, 86, and 88 respectively.
●Trial stores 77 and 88 showed significant sales increases in at least two of the three trial months.
●Trial store 86 did not show consistent significant increases, warranting further investigation.
●Overall, the new layouts appear to have a positive impact on sales and customer numbers.
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Category
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Sales Contributions by Customer Segment
Key Segments: Sales are driven mainly by Budget Older Families, Mainstream Young Singles/Couples, and Mainstream Retirees.
Strategic Focus: Although Budget Older Families lead in total sales, Mainstream Young Singles/Couples and Mid-Age Singles/Couples are especially valuable due
to their higher spending per unit and potential for premium offerings. Let’s see this in the next slide
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Classification: Confidential
Affluence and Price Sensitivity in the Chips Category
●Mainstream Young Singles/Couples and Mid-Age Singles/Couples show a higher willingness to pay more per unit than their Budget and Premium
counterparts
.
●Statistical Significance: A t-test reveals that the price difference for Mainstream Young Singles/Couples is statistically significant, justifying their prioritization.
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Customer Distribution Across Segments
●Mainstream Young Singles/Couples and Mainstream Retirees have a large customer base, driving their sales contributions.
● The large number of customers in these segments underpins their strategic importance.
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Classification: Confidential
Tapping into Mainstream Young Preferences: The Tyrrells Advantage
●Top Brands: The brands with the highest affinity scores include Tyrrells, Twists, and Doritos with Tyrrell greatly favored above them all. These brands resonate
well with young singles and couples, indicating a strong preference for these products.
●Low Affinity Brands: Conversely, brands like Woolworths and Burger show negative affinity scores, suggesting that they are less favored by this young singles and
couples.
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Classification: Confidential
Catering to Consumption Habits: The Larger Pack Advantage
●Mainstream Young Singles/Couples favor larger chip packs (270g - 380)
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Classification: Confidential
02
Trial store performance
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Classification: Confidential
Control Stores: The Secret to Measuring True Impact
Control vs Other Stores:
●Control stores closely mirrored trial stores
in pre-trial period
●Other stores showed different trends,
validating control selection
●Control stores provide a realistic baseline
for comparison
Control Store Selection Process
1. Analyzed pre-trial data for total sales and
customer numbers
2. Used correlation and magnitude
comparisons to find best matches
3. Selected stores with highest similarity scores
as controls
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continue…
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Trial Results Unveiled: A Game-Changer for the Stores
Trial Store Performance:
Store 77: Significant increase in sales for March and April
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continue…
Trial Store Performance:
Store 77: Customer numbers also increased significantly
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continue…
Trial Store Performance:
Store 88: Significant increase in sales for March and April
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continue…
Trial Store Performance:
Store 88: Customer numbers increased significantly in same
months
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continue…
Trial Store Performance:
Store 86: Significant increase in sales only in March
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continue…
Trial Store Performance:
Store 86: Customer numbers increased significantly all three
months
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Classification: Confidential
Overall Success:
●2 out of 3 trial stores showed consistent positive
results
●New layouts generally improved both sales and
customer numbers
●Further investigation needed for Store 86's
inconsistent sales performance
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Classification: Confidential
Disclaimer: This document comprises, and is the subject of intellectual property (including copyright) and confidentiality rights of one or
multiple owners, including The Quantium Group Pty Limited and its affiliates (Quantium) and where applicable, its third-party data owners (Data
Providers), together (IP Owners). The information contained in this document may have been prepared using raw data owned by the Data
Providers. The Data Providers have not been involved in the analysis of the raw data, the preparation of, or the information contained in the
document. The IP Owners do not make any representation (express or implied), nor give any guarantee or warranty in relation to the accuracy,
completeness or appropriateness of the raw data, nor the analysis contained in this document. None of the IP Owners will have any liability for
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the IP Owners expressly disclaim, take no responsibility for and have no liability for the preparation, contents, accuracy or completeness of this
document, nor the analysis on which it is based. This document is provided in confidence, may only be used for the purpose provided, and may
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